The transformation of Isis Naija Gaston into the global phenomenon we know as Ice Spice happened so fast it basically gave the internet whiplash. One minute she’s a communications major at SUNY Purchase playing volleyball, and the next, she’s sitting front row at Fashion Week next to Anna Wintour. It’s wild. If you look at Ice Spice now and then, the shift isn't just about her bank account or the designer clothes. It’s a case study in how the "Bronx Baddie" aesthetic went from a local New York vibe to a billion-dollar corporate blueprint.
People love to act like she came out of nowhere. She didn't.
Before the ginger afro became a literal Halloween costume, Isis was just a girl from Fordman Road. Her dad was an underground rapper. That matters. It means she grew up understanding the mechanics of a rhyme before she ever touched a studio microphone. She wasn't some polished pop star being groomed in a lab; she was a kid making TikToks and trying to find a flow that didn't sound like everyone else in the drill scene.
The SUNY Purchase Days and the "Bully" Era
Let’s go back. 2021.
The Bronx drill scene was aggressive, loud, and very male-dominated. Think Kay Flock or B-Lovee. Then comes Ice Spice. Her early stuff, like "Bully," shows a version of her that’s a bit more raw. She hadn't quite figured out that "whisper-rap" nonchalance yet. She was trying to match the energy of the tracks around her. It was okay, but it wasn't her. Honestly, if she stayed in that lane, we probably wouldn't be talking about her right now.
She dropped out of college. A lot of people forget that. She was a defensive specialist on the volleyball team, but the pull of the studio was stronger. This is the "then" part of the Ice Spice now and then timeline that feels the most human. She was taking a massive gamble.
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Then came "Munch (Feelin’ U)."
The song changed everything because it was effortless. While every other rapper was screaming over sampling-heavy drill beats, Ice Spice sounded like she was bored. In a good way. It was the ultimate "cool girl" move. Drake played it on Sound 42, and suddenly, the girl from the Bronx was the most talked-about person on Twitter. The transition from local rapper to "The People’s Princess" had begun, and there was no going back to a normal life.
Redefining the Look: From "Baddie" to High Fashion
Comparing the visuals of Ice Spice now and then is where things get really interesting.
In the beginning, it was all about the "uniform." We’re talking True Religion, simple tanks, and that signature orange hair. It was relatable. It felt like you could see her at the deli. But as the "Munch" fame solidified, the fashion industry smelled blood. They saw a Gen Z icon who could bridge the gap between the street and the runway.
By the time "Princess Diana" dropped—especially the remix with Nicki Minaj—the wardrobe shifted. We started seeing the custom Marni, the Heaven by Marc Jacobs campaigns, and that massive diamond-encrusted "Powerpuff Girl" chain.
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The Evolution of the Afro
Initially, the hair was a point of contention for some. People were so used to lace fronts and sleek bundles in female rap. Ice Spice sticking to her natural texture (albeit dyed) was a political statement without her having to say a word. Now? It’s a brand. It’s a logo. When you see that silhouette, you know exactly who it is. That is marketing genius, whether it was intentional at the start or not.
The Nicki Minaj Factor and the "New" Industry Standard
You can’t talk about Ice Spice now and then without mentioning the "Queen" endorsement. Nicki Minaj doesn't just work with anyone. By hopping on the "Princess Diana" remix, Nicki effectively passed a torch—or at least shared a bit of the flame.
This moved Ice Spice out of the "viral TikToker" category and into the "heavy hitter" category. Suddenly, she wasn't just a girl with a catchy hook; she was a charting artist with staying power. The music evolved too. Working with RiotUSA—her longtime producer who she’s known since college—allowed her to keep her sound consistent even as the budgets got bigger. That’s rare. Usually, labels force a "then" artist to work with big-name producers who strip away what made them special. She stayed with her team.
Facing the "Industry Plant" Allegations
Because her rise was so vertical, the internet did what it does best: it got cynical.
The "Industry Plant" labels started flying almost immediately. People pointed to her father’s connections or the suddenness of her success. But if you actually look at the timeline, it was just a perfect storm of timing, a unique look, and the fact that she’s incredibly meme-able. In 2026, being meme-able is more valuable than having a five-octave range.
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The "Ice Spice now" version of the artist deals with this with a shrug. She’s famously unbothered. That’s her whole brand. Whether she’s being criticized for her lyricism or her "boring" stage presence, she just keeps winning. She’s collaborated with Taylor Swift. Let that sink in. The girl who was rapping about "munchies" in the Bronx a couple of years ago was on a track with the biggest pop star on the planet.
Why the "Then" Still Matters
What’s fascinating is how much of the "then" she keeps in her persona.
Despite the Met Gala invites, she still talks with that distinct Bronx accent. She hasn't tried to "pop-ify" her voice to appeal to a broader audience. She made the audience come to her. That is the secret sauce of her longevity. When artists change too much too fast, they lose their core base. Ice Spice has managed to scale up without scaling out of her lane.
The Career Trajectory Shift
- 2021: Independent, local Bronx buzz, experimental drill.
- 2022: Viral explosion, "Munch" becomes a cultural reset, signing with 10K Projects/Capitol.
- 2023: Feature-heavy dominance (Nicki Minaj, Taylor Swift), EP Like..? goes gold.
- Now: Global touring, luxury brand partnerships, and a shift toward a full-length debut album that tests if the "vibe" can sustain a 15-track project.
What You Can Learn From the Ice Spice Blueprint
Looking at Ice Spice now and then isn't just about celebrity gossip. It’s about understanding brand identity in the 2020s. She proved that you don't need to be the most "technical" at your craft if you have the most "distinct" identity.
If you're trying to build something—whether it's a brand, a career, or a creative project—take notes on her consistency. She picked a color (orange), a silhouette (the afro), and a sound (RiotUSA’s production) and she didn't deviate. She became a recognizable icon before she even had a full-length album out. That’s the modern path to success.
Next Steps for the Curious:
To really understand her impact, go back and listen to her first few singles on SoundCloud or YouTube, then immediately watch her Saturday Night Live performance. Pay attention to the confidence levels. The growth isn't in the lyrics—it's in the presence. You should also look into RiotUSA’s production techniques; his use of heavy bass and sparse melodies is half the reason she’s a star. Understanding the producer-artist bond gives you a much clearer picture of how "viral" moments turn into actual careers.